Grounded theory

• qualitative method that enables to study a particular phenomenon or process and discover new theories that are based on the collection and analysis of real world data
• grounded theory is an inductive approach where new theories are derived from the data
  • data -> theory -> data
• data collection comes in layers, first scratching the surface, then going deeper
• Steps:
  • collecting the data
  • coding / pattern finding
  • theoretical campling
  • estabilishing ona winning theory
• useful when spotting emerging trends or predicting beharior

the process

1. define a data gathering strategy that leads towards project goals
2. data collection
3. Coding - start with open coding, then continue with Selective coding after having gone through some Axial coding based on priorities
   1. it's possible to create code hierarchies
   2. Can help to spot emerging trends
4. Memos - the tool to document categorization and coding
   1. it is useful to track the "why" during this process
   2. new insights can emerge from well defined memos